SAN JOSE, Calif. & TORONTO--(BUSINESS WIRE)--Is your company a challenger, or being challenged? Liquid Agency, a brand consulting and activation company, and Avasta, the profitable growth company, have published the second installment of their Liquid x Avasta Challenger Index featuring consumer products. The latest edition focuses on categories including athletic footwear, headphones, electric vehicles and takeout coffee.
Based on a comprehensive survey of 19,000 consumers across these categories, the Index provides a forward-looking perspective on brand success and market potential, distinguishing itself from traditional measurement tools that focus on past performances. It examines category leaders, as identified by market share, and category challengers—those who are poised to usurp the leaders.
The Index uncovers and emphasizes the concept of “brand momentum” as a critical predictor of future market leadership or decline, highlighting the strengths and weaknesses of companies such as Nike, Starbucks, Beats, Tesla, Jordan, McCafé and Apple.
Key insights from the report include:
- Community connection: Brands that build a strong community through initiatives like profit sharing and lifestyle events are setting new benchmarks for consumer loyalty and market leadership.
- Sustainability as a market driver: With increasing consumer demand for eco-friendly products, brands integrating green practices are enhancing loyalty and expanding market reach through sustainability initiatives.
- Innovation and technology: Technological advancements are revolutionizing consumer experiences. From advanced features in headphones to mobile options for ordering coffee, enhanced technology offerings are significant differentiators for brands.
- Shifting market loyalty: There is surprising fluidity in modern customers’ brand loyalty, with challenger brands setting new standards, creating new niches and shifting preferences indefinitely.
- Balancing price and performance: Consumers are demanding advanced features and sustainability, but they’re also sensitive to price. This creates a tightrope for brands to walk in order to maintain and grow their market share.
The Index suggests that the future of consumer goods will hinge on brands’ abilities to understand and meet the complex web of consumer expectations. The brands that learn to balance innovation, sustainability, community engagement and price are the ones who will redefine market leadership in the next two to five years.
This is the second installment of the Index—the first, released earlier in the year, focused on B2B product categories. Liquid Agency and Avasta plan to release a third installment featuring B2B services in January 2025.
To download the full report, visit https://www.liquidagency.com/challenger-index/
About Liquid Agency
Liquid Agency is a brand consulting and activation company born in 2001 in Silicon Valley and headquartered in San Jose, CA, with offices in Portland, OR; Dallas, TX; and Santiago, Chile. Check out Liquid Agency at www.liquidagency.com. Liquid Agency is also a founding member of the Myrious Group, an expertise-driven agency holding company transforming the way modern brands are being built with the power of orchestration. Learn more about Myrious Group at www.myrious.com.
About Avasta
Avasta is the profitable growth company, operating at the intersection of end customer insights, financial data analytics and management consulting. Avasta identifies clients’ highest-value strategic opportunities and how to achieve them through product, brand, marketing, sales and partner investments. Clients are able to objectively develop and enhance their strategies to realize business goals and maximize enterprise value. Learn more about Avasta at www.avasta.co.
